Strategic Marketing Communications in the Digital Age

Creating Powerful Integrated Marketing Plans

Success in today’s marketplace requires a fundamental shift in thinking about marketing communications. This program integrates the fundamental “roots” of strategic marketing communications with the latest thinking, for example about new media and consumer engagement. You will discover and embrace change in how you design and execute a more powerful marketing communications strategy.

Loaded with content that is both topical and practical and led by the senior Kellogg faculty, the program blends theory with practice and strategy with tactics. By addressing a wide variety of platforms including broadcast, social media engagement strategies, event sponsorship and more, the program provides frameworks and examples applicable to both B2C and B2B marketing communications.

Derek Rucker / Academic Director

SAVE THIS PROGRAM

Who Should Attend

  • Managers involved in understanding, changing and expanding the scope of marketing communications within their B2C and B2B organizations
  • Mid- and senior-level leaders who have strategic responsibility for communications or are preparing for such a role
  • Executives from organizations in which communications play a key role in sales

Key Benefits

  • Learn how to create frameworks for asking and answering critical questions regarding marketing communications
  • View communications more broadly than traditional broadcast messages, with discussion around the digital era and social media
  • Participate in integrative learning with an emphasis on developing a perfect blend of theory and practice as well as strategy and tactics

Program Content

Marketing Strategy and Communications

  • Create frameworks for developing strong marketing plans and identifying key marketing decisions prior to executing a communications plan
  • Understand the impact of insight in transforming simple observations into extraordinarily profitable campaigns

Assessing Marketing Communications

  • Acquire tools to properly evaluate the success of a marketing campaign against planned objectives
  • Enhance critical thinking skills by learning to ask the right questions

Understanding the Changing Landscape of Marketing Communications

  • Learn how marketing is evolving and how your organization can adapt to the changes
  • Engage in critical discussions around the use of new media forms and how digital has changed the game

Faculty

Derek D. Rucker - Academic Director; Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing; Professor of Marketing

Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice

Timothy Calkins - Clinical Professor of Marketing

Jennifer Cutler - Visiting Associate Professor of Marketing

Brett Gordon - Associate Professor of Marketing

Kevin McTigue - Adjunct Lecturer of Marketing

Loran Nordgren - Associate Professor of Management & Organizations

What Participants Say

“I came with a primary focus to understand new media marketing but went away with a lot more. The professors gave not just critical insights into subject matter, but also instilled critical thinking and [led] discussions on how marketing and marketing organizations can improve in the competitive world.”
Brand CEO, A.S. Louken

“The sharing and learning is phenomenal! It was the whole world in one small room.”
Senior Creative Director, TBWA\Concept

“[This] program provides great insight on how the market is evolving and how marketers can - and should - evolve with it in order to propel their initiatives into the 21st century.”
Director, Pharmacy Services, TrialCard, Raleigh-Durham, North Carolina Area

Personal Consultation

Please email or call us if you would like a personal consultation

Upcoming Sessions

November 7-11, 2016

Start: November 7 at 4:30 PM

End: November 11 at 11:45 AM

LOCATION: Evanston campus

$6,500

Fee includes lodging and most meals

May 15-19, 2017

Start: May 15 at 5:00 PM

End: May 19 at 11:45 AM

LOCATION: Evanston campus

$6,500

Fee includes lodging and most meals

November 13-17, 2017

Start: November 13 at 5:00 PM

End: November 17 at 11:45 AM

LOCATION: Evanston campus

$6,500

Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018